BMW is back at its special edition game with a new attire for the 8 Series. While the package looks alright and will at least prevent owners from painting their 8er’s rims gold, we cannot not wonder just how helpful will the Golden Thunder Edition prove to be for the 8 Series’ sales cause.

Type “BMW 8 Series sales” in Google’s search box and the top hits will tell you the same story. BMW’s flagship, for the sake of which the brand decided to sacrifice the 6 Series (i.e. turn into a coupe SUV), moved just 4,410 units in 2019 in the U.S. and 6,640 in Europe for the same year.

Things do look a wee bit better in the first quarter of 2020, when the 8 Series reached 1,694 new U.S. owners and 2,366 EU-based customers, while dealers complain the carmaker hasn’t invested enough effort and strategy intro promoting the 8er, hence the slow start in the market.

In this context, does a special edition such as the Golden Thunder make any sense? BMW certainly believes that’s the case, and perhaps a closer look at this new limited run might provide an answer.

What’s different for the 8 Series Golden Thunder Edition

Two new body paint options, for starters: Sapphire Black metallic or Frozen Black metallic, whatever floats your boat better. Aside from that, BMW Individual threw it its High Gloss Shadow Line of shiny bits and bobs, while M Performance contributed with a sports brake system with black calipers.

Then there’s the obvious gold treatment meant to spice things up on the following parts:

-* front apron

-* side skirts

-* rear apron

-* side mirror housings

-* M rear spoiler

-* 20-inch M light-alloy wheels

The interior gets some extra visual curry as well

Inside, you’ve got your Merino leather courtesy of BMW Individual, Alcantara roof lining, and aluminum mesh-style deco bits on the center console and dashboard. Rounding it all off is the Bowers & Wilkins Diamond sound system and glass-made buttons and knobs here and there.

BMW is coy on pricing info for the time being. However, we’re told that the Golden Thunder edition can be had on all model variants of the 8 Series coupe, convertible, and Gran Coupe, regardless of what’s under the hood (including the European diesel-powered 840 xDrive variant), starting from September 2020.

Final Word

While we get a carmaker’s rationale behind offering a special edition model (or models) every now and then, we feel BMW’s concern should be tied to the 8er’s market performance and its departure from poster car status to product that’s actually purchased on both sides of the pond.

Sure, it’s still early days in the 8 Series’ lifetime and sales could pick up the pace in the coming months/years (the coronavirus outbreak hasn't helped its chances, either), but not without a serious push from BMW’s marketing machine, one that would subsequently help the dealers sell more cars.